So while we don’t recommend abandoning blogs completely -- after all, written content is still vital to SEO -- we do emphasize the importance of diversifying content formats. Marketers who incorporate video into their content strategies, for example, have seen 49% faster revenue growth than those who don’t. And remember that tip to “keep it human” we mentioned earlier? That’s a great thing about live video in particular -- it can help portray brands (and their people) as candid and genuine.
Some of the brands covered here are newcomers to the market, while others are household names that have been around for more than a century. However, they all have one thing in common: they recognize the value of creating great content to engage their audience and generate new leads. Get inspired by their examples and use their success to fuel your own content marketing efforts.
30. Tortuga Backpacks: Power Trip Travel Podcast. In their words: “A weekly podcast at the intersection of travel and entrepreneurship. The show is hosted by Fred Perrotta and Jeremy Michael Cohen, the co-founders of Tortuga Backpacks. Join us for the stories behind your favorite travel gear, products, websites, and apps from their creators… Plus, we’ll share the best ways to travel better, cheaper, and with less hassle.”

Long-tail keywords are multi-word phrases, which are more specific and targeted. Long-tail keyword research will come into play as you begin planning specific pieces of content and continue on an ongoing basis. For example, if “Customer Support” was a short-tail keyword, “Customer Support for Healthcare Providers” would be a related long-tail keyword.
In 1933, Procter & Gamble started to broadcast a radio serial drama sponsored by their Oxydol soap powder. The owners wanted to build brand loyalty by aiming to adult women. They could intermix their marketing messages into the serial drama. The term soap opera was born in this year, and they marked a precedent for native ads. Engagement with the audience was a key element with the creation of this content.

The supply chain of digital content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately.[37] In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies. For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels. Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites. In a word, the digital content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the content marketing channels such as websites and videos. The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers. The design and user experience of these channels directly decides the success of digital content marketing.[28]

Because Better Everyday isn’t attached to the company’s main URL, it provides an opportunity for NextView to experiment with different tones, voices, and stories -- all from a variety of experts that might already be using Medium to discover and contribute unique content. Plus, with Medium’s built-in ability for people to recommend, highlight, and search internally for relevant content, it makes the work published there that much more shareable.
When you begin to brainstorm and map out ideas for content, ask yourself, “Do I really understand my audience?” If you have any doubts as to how the idea will benefit or be useful to your audience, the answer might be “no” -- and that’s okay. Like everything else, audiences (and people) evolve, so it’s okay to go back to the drawing board in instances like these for a refresh.

Because Better Everyday isn’t attached to the company’s main URL, it provides an opportunity for NextView to experiment with different tones, voices, and stories -- all from a variety of experts that might already be using Medium to discover and contribute unique content. Plus, with Medium’s built-in ability for people to recommend, highlight, and search internally for relevant content, it makes the work published there that much more shareable.
The definition of content marketing further depends on your viewpoint and background. A B2B marketer, looking to generate and nurture leads, for instance, might look differently at it than a brand marketer, looking to cause a shift of brand perception, or a search engine optimization practitioner, trying to increase organic ranking of content in search engines. However, the rules of good content marketing and essential strategies and principles are very much alike in most cases.
Content marketing can be delivered through a variety of media, including television and magazines, and take a lot of different forms, including articles, infographics, videos and online games. The strategy may be referred to by several different names, including infomercial, sponsored content or native advertising. Whatever the label, content marketing is often integrated in such a way that it doesn't stand out from other material served by the host.
Take Patagonia's response to the Trump administration's decision to reduce the size of the Bears Ears and Grand Staircase-Escalante National Monuments. Patagonia created a visually stunning "interactive film experience" called "Defend Bears Ears," that urges people to take action. In addition, Patagonia shared dedicated posts about this hot topic on its blog, The Cleanest Line, and on social media. One post even famously declared, "The president stole your land."

Identify where target audiences are spending their time online, and where relevant conversations are already taking place. For retail companies, maybe it’s Instagram and Pinterest. For B2B, it might be Twitter and LinkedIn. Instead of wasting time and resources on social media that won’t deliver, focus on the right channels with the biggest payoffs...

It can come in long-form (such as blogs, articles, ebooks, and so on), short-form (such as Twitter updates, Facebook updates, images, and so on), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum). Susan Gunelius – KeySplash Creative, Inc., author of Content Marketing for Dummies
The respect and admiration of your audience will absolutely take time to build, as they require earning trust. Once you've proven your knowledge and (even more importantly) your integrity, though, you can become the guiding light that people turn to when everyone else is simply contributing to confusion. Sites that don't care a lick about quality—sometimes called content factories—are bound to give bad or misleading advice, making readers scratch their heads and wonder who they can trust. That should be you. The authority you gain then transfers to your products or services, making customers that much more likely to choose you over the competition.
When you begin to brainstorm and map out ideas for content, ask yourself, “Do I really understand my audience?” If you have any doubts as to how the idea will benefit or be useful to your audience, the answer might be “no” -- and that’s okay. Like everything else, audiences (and people) evolve, so it’s okay to go back to the drawing board in instances like these for a refresh.

“Making work simpler, more pleasant, and more productive” since 2014, Slack helps business teams communicate and function more efficiently while bringing them closer to their goals. The company’s blog, Several People Are Typing, looks and reads like a top digital magazine while successfully balancing product and company information with a selection of industry stories. And its bi-monthly podcast, “Work in Progress,” explores the meaning and identity we find in work, from the gig economy to Silicon Valley and the corporate world, and how technology is affecting us all.
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